Toys 'R' Us is the latest retailer to go into the game with the launch of streaming digital entertainment service that provides access to over 4,000 movies and TV shows. Content partner for services, including 20th Century Fox, Anderson Digital, Gaiam Vivendi Entertainment, Lionsgate / Summit, Magnolia Pictures, NBCUniversal, Paramount, Phase 4 Films, Sony Pictures Home Entertainment, Starz Media, The Walt Disney Studios, and Warner Bros. Entertainment.The ToysrusMovies.com kid-friendly will make the films available day-and-date with retail release and upcoming TV shows online the day after broadcast. New release will be sold online in the future include Madagascar 3: Europe Most Wanted is available now but will not be in stores until October 16. Services can now be accessed on the computer and will be expanded to include other web-enabled devices in the coming months.